Investing $1.2 Million in Northern Ontario’s Tourism Industry

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Lisa MacLeod

SAULT STE. MARIE – The Ontario government is investing $1.2 million through Destination Ontario and Destination Northern Ontario for a new multi-seasonal marketing campaign encouraging domestic tourism within Northern Ontario. In market this summer, fall and winter, the campaign will encourage Northern Ontario tourism – providing a much-needed boost to local tourism industries.

Lisa MacLeod, Minister of Heritage, Sport, Tourism and Culture Industries, was joined by Ross Romano, Minister of Colleges and Universities and MPP for Sault St. Marie, to make the announcement during her Northern Ontario tour.

Developed in partnership with tourism stakeholders, the digital and social media summer campaign is running throughout August and encourages domestic travel in the Northwestern region. Celebrating the unlimited outdoor adventure opportunities, including angling, resorts, lodges, paddling, hiking, camping and leisure touring (i.e. car, RV, motorcycle), the campaign is designed to highlight the many great reasons to visit Northern Ontario in the summertime. The fall and winter campaigns will be developed with Northern Ontario partners and will expand to cover destinations across the north, with content highlighting the many seasonal activities available to visitors, such as hiking and angling in the fall, and snowmobiling and ice fishing in the winter.

As the province continues to gradually reopen, Ontario’s tourism and hospitality industry is implementing stringent measures to ensure a safe and enjoyable experience for everyone. Visitors are encouraged to review current COVID-19 updates before visiting attractions and are asked to respect health and safety guidelines to help prevent the spread of COVID-19.

“COVID-19 has caused an unprecedented, devastating impact on the tourism industry. Our sectors were hit first, the hardest, and will take the longest to recover following COVID-19. By investing in Destination Ontario and Destination Northern Ontario’s Northern marketing campaign, our government is not only supporting the economic recovery of Ontario’s tourism sector, we are taking the opportunity to showcase the incredible, beautiful north, and remind Canadians why Ontario offers the world in one province.” Lisa MacLeod, Minister of Heritage, Sport, Tourism and Culture Industries

“Northern Ontario has a long and storied history of major contributions to Canada and the world. Northern communities are home to the most beautiful places, and there is no shortage of activities for our local residents and our welcomed visitors. By investing in Destination Ontario and Destination Northern Ontario’s Northern marketing campaign, our government is standing shoulder to shoulder with the tourism industry when they need it most. We’re helping get the message out that you don’t need to travel far – you just need to travel North.” Ross Romano, Minister of Colleges and Universities and MPP for Sault St. Marie

Quick Facts

  • Destination Ontario is an agency of the Government of Ontario with a mission to generate increased visitation to the province, and a vision to position Ontario as a preferred global destination.
  • Destination Northern Ontario is the largest of Ontario’s Regional Tourism Organizations. It covers Northern Ontario and leads pan-northern initiatives and coordinates, aligns and invests in sub-regional programs and partnerships.
  • As part of a new $13-million funding partnership between Destination Ontario and Destination Canada, Destination Northern Ontario is also receiving $500,000 to help deliver locally driven marketing programs to bolster the local tourism economy.
  • Tourism is a key economic driver in Ontario, generating over $36 billion in economic activity and supporting more than 400,000 jobs.
  • In 2017, Northern Ontario attracted 7.4 million domestic and overseas tourist visits, contributing $1.2 billion to the province’s economy.

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